They always do, I quite agree. For a while First was the way to be, and Lockhead was the saviour of the bus industry, especially around the time Grampian took over Badgerline but made everyone think it was the other way around.
Now, as
@TheGrandWazoo knows, I've never had much time for Stagecoach and I've not mellowed in my old age. The only unusual thing about their behaviour in Darlington was that people noticed and the Competition Commission cared.
@overthewater posted a lovely video about them in this thread:
https://www.railforums.co.uk/threads/bus-programmes.156626/ from the early 90s. I don't understand their reputation for originality and innovation, their business model has always been more about driving the competition off the road through unsustainably low fares and cross-subsidising from areas where they don't have competition. Stagecoach Gold isn't anything that Yorkshire Rider weren't doing in the late 80s. They
are competent though, they know exactly how much they can squeeze from every part of their business.
Which leads me back to Norfolk Green. I thought it a strange acquisition for them when they bought it. Norfolk Green (like Western Greyhound*) did well carving a niche out of routes that bigger businesses with bigger overheads couldn't or wouldn't sustain. Norfolk Green was not a bloated business. I never quite understood what the long-term aim was for that business. Stagecoach's ruthless efficiency wouldn't improve an already efficient business.
*Ah, Western Greyhound. Another business that carved a niche out of low-margin routes that the big boys couldn't or wouldn't entertain. It's sad how it ended because it masks how good they were for so long. But the problem with a business based on efficiently running low-margin routes, if the income drops even slightly then a comfortable living turns into a massive loss. And if you're already running efficiently, any cost savings you make damage the business (e.g. cleaning, maintenance), which just accelerates the spiral. ENCTS has an awful lot to answer for.